Facebook Ads Case Study: High-Value Lead Generation for Custom Diamond Jewelry
Executive Summary
This campaign successfully implemented a high-touch, full-funnel strategy designed to capture qualified leads for custom diamond jewelry sales. By segmenting audiences based on intent (e.g., life events, interests) and optimizing for high-value conversions, the strategy achieved strong lead volume and highly efficient costs for a luxury market.
Key Results (Aggregated from Campaigns):
| Metric | Total Value | Comments |
| Total Spend | $10,045.09 | Investment across multiple phases and funnels. |
| Total Results (Leads/Conversions) | + | Generated hundreds of high-quality inquiries and conversions. |
| Average Cost Per Result (CPR) | $26.78 | Highly efficient cost, well below typical industry benchmarks for luxury custom leads. |
| New Lead Campaign CPR | $5.85 | Demonstrates exceptional efficiency in early testing/scaling phases. |
Client Profile and Market Challenge
Client Type: Luxury Custom Diamond Jeweler (Lead Generation) Platform: Meta Ads (Facebook & Instagram) Timeframe: Maximum range August 2022 – September 2025 Core Challenge: Acquiring high-intent leads for custom jewelry consultations (high-AOV service) at a sustainable Cost Per Result (CPR).
Strategy: The Multi-Phase Consultation Funnel
The high-AOV nature of custom diamond jewelry requires a nurturing, multi-step approach rather than direct sales optimization. Our strategy focused on a phased funnel designed to move prospects from broad awareness to a committed consultation.
A. Audience Segmentation and Intent Targeting
The campaigns were strategically segmented to capture different levels of intent, primarily targeting the male demographic often responsible for initial purchase research:
- TOFU (Top of Funnel): Campaigns like \”Campaign For Male_TOFU_Combined Interests &…\” focused on broad, relevant interests to build initial brand awareness.
- MOFU (Middle of Funnel): Campaigns like \”Campaign For Male_MOFU_Life events/Behaviour\” utilized life events, behavioral data, and custom audiences to capture prospects actively considering a significant purchase (e.g., engagements).
- L2C (Lead to Consultation) Phase: Dedicated campaigns focused entirely on driving the final high-value conversion: the \”Jewelry Consultation\” or \”Lead – Phase 4.\”
B. Conversion Optimization and Bidding
To manage the high lifetime value (LTV) associated with custom jewelry, campaigns used two primary bid strategies:
- Highest Volume (Conversion Leads): Used to maximize lead volume while adhering to the CPA targets, especially in the L2C phases.
- Highest Volume (Leads): Used for broader initial capture where the goal was simply gathering contact information for follow-up nurturing.
This mixed approach allowed for both highly optimized, conversion-focused spending and broader, lower-cost lead capture.
Performance Breakdown
The campaign performance showcased efficient scaling across various ad sets and creatives:
| Campaign / Ad Set (Example) | Spend | Results (Meta Leads) | Cost Per Result (CPR) |
| New LEAD Campaign 23-10-2023 | $1,006.58 | 172 | $$5.85 |
| Campaign For Male_MOFU_Life events/… | $904.72 | 61 | $$14.83 |
| Tailored leads campaign 23-10-2023 Ad Set | $1,006.58 | 172 | $$5.85 |
| L2C – Phase 4 – Life Events & Behaviour – Video Ad Set | $599.81 | 11 | $$54.53 |
| Overall Average | $10,045.09 | 375+ | $$26.78 |
Insights:
- Exceptional Efficiency: The most successful \”New LEAD Campaign\” achieved a Cost Per Meta Lead of just $5.85, confirming the high quality of the ad creative and audience targeting.
- Value of Segmentation: Campaigns explicitly targeting \”Life events & Behaviour\” saw higher costs (e.g., $14.83 to $54.53), indicating that while these leads are more expensive, they represent higher intent and are likely more valuable for consultation booking.
Creative Focus: Ad copy and assets were tailored to the high-value sale, focusing on the quality, custom nature, and significance of a \”Perfect Diamond Ring\” or \”Exclusive Diamond,\” using both still images and videos with face presence to build trust and connection.
Conclusion
This Meta Ads strategy effectively navigates the high-stakes custom jewelry market by prioritizing lead quality and consultation bookings over sheer traffic volume. By utilizing segmented funnels, robust bidding strategies, and creative assets emphasizing quality and customization, the campaigns consistently delivered high-intent leads at an average CPR of under $27, providing a strong foundation for continued sales team success and revenue growth